As a home-grown domestic brand, Three Squirrels has no problem from brand design to advertising design. Founded in Wuhu, Anhui Province in 2012, the brand became the top nut seller on Tmall in less than three months after entering Tmall with the support of millions of dollars in financing. On the other hand, at present, the three squirrels have fallen again and again in the capital market, what is the reason for the failure of this national brand?
First, the brand design is very classic, and the product homogenization is serious
In fact, the three squirrels are very classic in brand image design, and frequently make their successful debut with the help of social marketing, but in the case of insufficient core competitiveness, a serious problem is exposed, that is, product homogenization is quite serious. In itself, the brand was created in the early days of the OEM and OEM production model, although the asset-light operation is less risky, the focus can be on the marketing level, so as to achieve the rapid expansion of the market scale, but it ignores the advantages of asset-heavy operation, that is, it is more conducive to the implementation of perfect control in the two major links of production and sales.
Second, the crisis of food safety and the barriers to core competition
The designer of the Daan brand pointed out that it is precisely because of the asset-light operation model of the three squirrels that there are certain hidden dangers in production and sales. In 2017, a product of Three Squirrels was on the list of unqualified products of the 315 party. In addition, a truth that cannot be ignored is that once the outer packaging of the product is put aside, it is almost difficult for consumers to distinguish the brand ownership of such products, so the core competitive barriers of the three squirrels can almost be described as "nothing". 
In this regard,The brand designer of Hangzhou Da'an said: once the product power cannot become the core competitive barrier of the brand, then its brand image design will not be worthy of the name. On the other hand, another brand, Yuanqi Forest, also relies on Internet marketing and explodes, but it directly takes product research and development as the core, and even spares no expense to lay out the first chain end, starting from the product itself. The source of the article is the network, invaded and deleted.
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